Why is Content Marketing Important?

Connects Audiences to Brands

One of the main, and most important, reasons why content marketing is important for businesses is that it connects audiences to brands in an organic way. Often, people searching the internet don’t know that they need a product to solve their problem. They’re simply searching for answers and aren’t sure where they‘ll find them. Effective content marketing that understands its audience and makes good use of keywords and research to ensure that your site is what users will find when looking for answers to common issues.

This means that they gain an awareness of your brand, and are likely to be directed to purchase your goods or services through the use of effective CTA’s, emotive language, and other content marketing tactics. This can be a much more effective way to connect with potential customers than through traditional marketing which is more likely to go ignored by consumers who don’t like feeling pressured into buying.

Informs Audiences About Your Products and Services

Customers finding your website through content marketing, followed by being informed about your products and services, creates the potential for higher quality leads. However, they’re likely to have many more questions about your products and services that they want to be answered before they’re willing to make a purchase. Through informative content, you can ensure that your audience knows all that they need to know to increase their confidence in making a purchase. You can tell them exactly why your product solves their problem and why it’s a better choice than the competition. Combined with effective calls to action, this is likely to result in meaningful conversions.

Builds Authority

Having plenty of interesting, valuable content on your website that answers the questions of your customers will help to build your brand as an authoritative voice in your field. Your brand will be viewed as an expert – and people will turn to it often when seeking answers, resulting in more website traffic and placing you above the competition.

Building this on your own website rather than on a social media channel is often more valuable because it means that all of your content is in one easy-to-find, reliable hub.

Improves Trust With Users

Similarly, content marketing is likely to improve the perceived trustworthiness of your brand. A website that’s purely dedicated to selling products creates the appearance that it doesn’t really care about the customer – it’s only interested in sales. A website that has detailed frequently asked questions, informative guides and engaging blogs says that it cares about its customers and wants to help them. It also boosts your brand image – you appear more accessible and friendly. The fact that your products or services provide the solution is the ideal outcome that the user is looking for, even if they didn’t know it.

Supports Your SEO Efforts

High-quality web pages with optimised content are highly valued by search engines – they’re engaging and helpful for the audience. Plus, a wide variety of carefully chosen and highly relevant keywords will make your content relevant to a range of searches. All of this means that with effective content marketing, your website is likely to rank higher on search engine results pages, increasing both your visibility and engagement. Research has shown that users are highly likely to click on the first result when using Google, so the higher you can get your website up the rankings, the better.

Content marketing is one of the most effective ways to engage with potential customers and build trust in your brand. By creating content that answers their questions, you’re showing them that you care about helping solve their problems. Additionally, by leveraging SEO tactics such as keyword optimisation, your website will rank higher on search engine results pages which can drive more traffic and conversions for your business. Content marketing has many benefits from building authority to improving customer relationships – it’s simply a matter of executing an effective strategy. With these tips in mind, you should be well-equipped to start crafting content that drives sales for your business today.

For help with your content marketing strategy, our experts at Onelink can help you develop and execute a comprehensive content marketing plan tailored to your specific goals. Contact us today for more information.